A £1.3m campaign has been launched in a bid to attract more visitors to the area.

Caernarfon Castle and Portmeirion feature in a new UK-wide advertising campaign by Visit Wales under the banner of “Proper Holidays”.

The campaign aims to entice normal families away from the typical pool side holiday so they can explore the delights of a Welsh break.

Visit Wales say they hope the adverts, which will be shown on TV, online, and in print, will boost visitor numbers to Welsh attractions, with a target of 80,000 enquiries during the first few months of the year.

The adverts feature real tourists and the wide range of cultural and active experiences that families and other visitors can enjoy across the country.

The tourism body is aiming for 50% of those enquiries to be from people who have either never been to Wales before, or not for at least three years.

The annual Wales View Magazine, produced by Visit Wales and available to download from their website will also showcase the campaign, with contributions from The One Show’s Simon Calder, who says Wales is the ideal destination for people looking for special experiences that last a lifetime, while broadcaster, author and keen walker Stuart Maconie returns to his childhood haunts – and falls for Wales all over again.

Alun Ffred Jones, the Welsh Assembly heritage minister, and AM for Arfon, said: “Tourism is vital to the Welsh economy and this latest campaign is further evidence of our support to ensure Wales remains a popular destination in an increasingly competitive industry.

“In developing the campaign the intention was to convey a real feeling of what a holiday in Wales is all about.

“Wales is a place where people will want to work on their sense of adventure rather than work on their tan.

“There’s a huge range of activities in Wales which can be as challenging or relaxing as you wish.

“Our 641 castles tell the captivating history of our past and are located in some of the most beautiful spots.

“Wales’ three national parks are perfect for sightseers and adventure seekers alike. Even those visitors who have been to Wales before can also discover different experiences.”